Generative AI offers both opportunities and risks for enterprises. While it could drive significant ROI through personalized experiences, thought leadership, and faster processes, there are also concerns about job losses, overreliance on automation without oversight, and inaccurate information. Effective adoption of generative AI requires experience management strategies like understanding emotional and logical customer triggers, aligning products and services to experience channels, and building a business model around a compelling brand story. A people-first approach is important to maximize benefits and mitigate risks.

1. A Framework for Navigating Generative
Artificial Intelligence for Enterprise
Platforms
Processes
People
Product
People
Product
Platforms
Processes
Sustained
Momentum
Stagnation Obsolescence
GROWTH
Strategic Inflection Points
Scale
Start
TIME
Start
Scale
Growth

2. Embracing Generative Artificial Intelligence
“Artificial intelligence” isn’t new. Looking at how this technology has evolved
over the years can help as you consider where and how to adopt AI in your
organization.
Neural Networks
In 1940, John Von
Neumann
designed the
structure of a
computer that
could store data
and programs in
its memory, while
Warren Mcculloch
and Walter Pitts
began a deeper
investigation of
neural networks..
Computing
Machinery and
Intelligence
Logic Theorist
(GPS) Algorithm
Governments
recognized the
potential of AI. In
the mid-1960s, MIT
professor Joseph
Weizenbaum
developed ELIZA,
an early natural
language
processing
program.
Learning
Techniques
There was a lull in
the 1970s and
1980s in AI
research and
development as
governments cut
off funding.
Funding did not
return until the
mid-1990s.
IBM Deep Blue &
Watson
In 1997, IBM Deep
Blue defeated the
famous Russian chess
master, Garry
Kasparov. In 2011,
IBM’s Watson, a
question-answering
computer system
based on Natural
Language
Processing, beat two
former champions of
Jeopardy.
Source: Neil Sahota
In 1950, Alan
Turing asked
whether machines
could think like
humans. He
created a test,
today known as
the “Turing Test,”
to determine the
answer to this
question by
testing whether a
computer could
offer examiners
solutions that
would deceive
them into thinking
it was a human.
In 1956, the first AI
program, called
Logic Theorist, was
presented at a
Dartmouth
College
conference, which
proved
mathematical
theorems. The
creators of the
program were
Allen Newell and
Herbert A. Simon.

3. Few organizations know how to manage AI effectively. While there’s a struggle to
reach top-line goals, companies are equally challenged to protect the bottom
line, something generative AI can impact on both sides of the sword.
Hesitation Around Generative Artificial Intelligence
100%
100%
50%
ADOPTION
Percentage of People Who Are
Adoption: Percentages
INTEREST
Interest: Percentages
63% of employees
expect generative AI
learning opportunities
from employers
63% of service professionals
say technology will help them
serve their customers faster..
61% of salespeople believe
generative AI will help them sell
more efficiently.
84% of salespeople using AI say it
helps increase sales at their
organization by enhancing and
speeding up customer interactions.
Of service professionals currently
using generative AI, 90% report it
helps them serve their customers.
Customer-facing roles with the
highest use of generative AI
include basic content creation
(82%), followed by analyzing
3
4
5
48% of service providers and 39% of
sales professionals fear job loss if
they don’t learn how to use
generative AI at work.
67% say their employer does not a
generative AI training.
Sales (53%) and service (60%) don’t
know how to get the most value out
of generative AI.
56% of employees say human
oversight is critical in successfully
using generative AI in their role.
Only 41% of employees are currently
using or planning to use generative
AI.
55% of employees say enhanced
security measures are critical in
successfully using generative AI in

4. Instead of shying away from generative AI entirely, what if we shifted the
conversation to innovate what’s possible with this new technology, and
how to embrace those opportunities to keep your organization moving up
the S Curve of Growth?
~ Jonathan Greene
Co-Founder/CEO of RocketSource
In

5. In
What’s Possible With ChatGPT?
ONLINE ENCYCLOPEDIAS
(E.G. WIKIPEDIA)
ONLINE FORUMS AND
COMMUNITIES
CONFERENCES AND
SEMINARS
JURISPRUDENCE
SOCIAL MEDIA
PLATFORMS
SCIENTIFIC
JOURNALS
BOOKS AND
TEXTBOOKS
FILMS AND
DOCUMENTARIES
PODCASTS
ONLINE COURSES
CORPORATE
WEBSITES
DATABASES
STATISTICS AND
STUDIES
ENCYCLOPEDIAS AND
DICTIONARIES
NEWSPAPERS AND
MAGAZINES
INTERVIEWS AND
ARTICLES
PUBLIC LIBRARIES
ENCYCLOPEDIAS
MUSEUMS
BLOGS
ARCHIVAL MATERIAL
VOICE AND SPEECH
GENERATION
GOVERNMENT AND
AGENCY WEBSITES
NEWS PORTALS AND
NEWS MAGAZINES
TRAVEL CATALOGS AND
GUIDES VIDEO GAME AI
PROCESS AUTOMATION
SOFTWARE DESIGN
PRODUCT DESIGN
SCIENTIFIC
HYPOTHESIS
DATA ANALYSIS
CHARACTER AND
STORY GENERATED
DATA AUGMENTATION
TEXT GENERATION
STYLE TRANSFER
CHATBOTS
VISUAL ASSISTANTS
INTERIOR DESIGN
MEDIA GENERATION
VISUAL WORLDS AND
ENVIRONMENTS

6. With generative AI, humans feed the
algorithm information to make decisions.
The more human content we put out
there, the more we feed and make it
smarter. The challenge isn’t giving it
enough content. It’s giving it the right
content.
If you treat your employees poorly, you’ll
get poor results. The same is true for AI.
We'll get poor results if we treat it poorly
and teach it badly. You get what you put
in.
In
It’s not the code we write to
develop AI that determines their
value system. It’s the information
we feed them.
~ Mo Gawdat
Former Google Officer
The Responsibility of Working With Generative AI

7. Before we can have a reasonable
discussion around leveraging
generative AI for enterprise, we need
to know something foundational —
how worthwhile is it really?
All signs point to us being squarely
at an inflection point on the S Curve
of Growth with this new technology.
Trying to beat generative AI is likely
a losing battle. Instead, we believe
now is the time to join it, albeit
strategically.
In
How Much ROI Can Generative AI Drive?
Sustained
Momentum
* Personalized experiences
* Thought leadership
* Private knowledge
database
* Faster, more refined
processes
* More innovative
experience management
Stagnation
* Leaning on open
source AI tools
* Strategy through the
same lens as
competitors
* Low governance on
ChatGPT and other
generative AI tools
Obsolescence
* Struggle to keep
up with current
market demands
* Struggle to remain
competitive
* Struggle to
maintain relevance
in a fast-changing
environment
GROWTH
Strategic Inflection Points
Scale
Start
TIME
Start
Scale
Growth

8. In
How Qualtrics is Leveraging Generative AI
U.S. Customer Experience Management Market vs. Qualtrics Inc. Total Revenue
Qualtrics remains in growth mode as
they advance their technological
capabilities and offer innovative solutions
to their user base.
Qualtrics Yearly
Earnings
Qualtrics Projected
Yearly Earnings
EFM Software Speech
Analytics
Text Analytics
Web Analytics
& Content
Management
Others
Source: Seeking Alpha, Grand View Research, Qualtrics
Billion
Dollars
(USD)
9
8
7
6
5
4
3
2
1
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030
Qualtrics is investing $500 million in AI
innovation through 2027 with the goals of:
● Improving Digital Journeys
● Leveling Up Employees
● Offering Organizations Faster Access to
Insights
● Enabling More Personalized Experiences
● Gather Feedback from New Places,
Including Video
Projected ROI Categories
“AI’s ability to understand human emotion
and continuously learn from experiences has
the potential to make business more human,
not less.”
Zig Serafin Qualtrics CEO

9. There’s a palpable panic among team
members about the possibility of losing
jobs to AI. A recent Microsoft survey
found that 49% of employees worry
they will lose their jobs to AI. Another
study by McKinsey and Company found
that generative AI could absorb or
automate 60% - 70%of employees’
time, meaning a distinct shift in job
expectations. These statistics do not
bode well for how generative AI
influences experience management
strategies in the workplace.
In
Generative AI Requires Experience Management
IBM CEO among the first major executives
to say they’ll replace jobs with AI
Source: NY Post, CNBC, Business Insider, Euronews, Axios
Nearly 80% of women’s jobs at risk
from generative AI, new research
finds
AI to cause profound shakeup for
‘higher-wage knowledge
workers,’ firm finds

10. AI tech layoff reports have increased as more companies navigate the murky
waters ahead. In
Mixed Emotions Influence the Employee Experience
84,714
36,491 37,109
17,926
14,555
10,524 9,991
*Colors represent companies that initiated layoffs
Other
Amazon
Dell
Indeed
Alphabet
Rivia1
Meta
Salesforce
Microsoft
PayPal
Source: TechCrunch

11. How the Brain Influences Experience Management
The Neocortex
The Limbic System is the brain’s emotional
response center. It’s here that a customer is
stimulated and pushed to begin his or her
path-to-purchase. Tugging on the right
personalized emotional triggers can serve as the
spark that lights the customer’s fire and begins
their journey toward buying from your business.
It’s also here that a consumer returns to after a
purchase is made to answer buyer’s remorse or
confirm their good decision with excitement,
hope, and confidence.
The Neocortex houses the brain’s logic center,
among other things. In a consumer's
path-to-purchase, they will go through several
logical stages where they consider if the product or
service is relevant to them, the product will meet
their expectations, it’s worth the time vs. the effort
to buy, the value exceeds the cost, and the
experience with the purchase will be exceptional.
The Limbic System

12. In
● Is the business obligated to inform the
customer when conversing with AI?
● How will AI approach upselling?
● What if the generative AI flies off into
wonderland?
● Will customers try to trick the AI?
● How will generative AI handle hangry
people?
● Could accents hinder generative AI?
● Will AI use in fast-food exacerbate obesity?
● Is AI a sentient being?
Infusing Generative AI in Fast Food
“The technology creates a huge opportunity
for us to deliver a truly differentiated, faster,
and frictionless experience for our customers
and allows our employees to continue
focusing on making great food and building
relationships with fans.”
Todd Penegor Wendy’s CEO “Generative AI is fundamentally changing how
people interact with brands, and we anticipate
Wendy’s integration of Google Cloud’s AI
technology will set a new standard for great
drive-thru experiences for the quick-service
industry.”
Thomas Kurian Google Cloud CEO
Source: Forbes

13. Ethical Concerns and Bias
If training data contains discriminatory
patterns, generated content may reflect biases.
Over Reliance on Automation
Automation without human oversight can be
detrimental to customer experience
Loss of Competitive Edge
If the workforce relies solely on AI, we’ll shift
from a human economy to an AI economy.
Inaccurate Information
Generative AI can quickly generate content
that appears authentic but is fabricated.
Lack of Personalization
If generative AI algorithms fail to
understand individual accurately, the
generated content may not resonate.
Insufficient Human Touch
Generative AI may lack the human touch
and empathy customers often seek.
Risks of Generative AI in Enterprise

14. Generative AI doesn’t replace a proper
understanding of Product-Market Fit or
product-led growth strategy for enterprise.
Nuances of human behavior go far
deeper than the parroted responses AI
can offer. A product-led process centers on
an end-user-focused growth model, where
the product is the primary driver of
customer acquisition and expansion.
PRODUCT-LED GROWTH
Source: ProductLed
THE PRODUCT IS
THE EXPERIENCE
Loyal Customer
Customer
Product Team
Sales Team
Customer Success Team
Paid
Others
Content
Visits
Sign up / Trial
Marketing Team
Time to Initiate Value Value Path / Realized Value
PQL
Generative AI Doesn’t Represent Product Led Growth
PQL

15. Optimism Around Generative AI
17% 26% 35% 52% 60% 61% 21% 14% 40% 30%
Confidence Optimism Curiosity Indifference Concern
2023 AI SENTIMENT
2018 AI SENTIMENT
2018 - 2023 AI SENTIMENT
Big Tech Stock Trends Upwards
NVIDIA (NVDA)
META
(META)
MICROSOFT
(MSFT)
Source: Investors Business Daily

16. Generative AI in Gartner’s hype cycle
was nearing the crest of Peak of
Inflated Expectations in 2022. Many
look at the emergent technology with
rose-colored glasses, touting the
possibilities and unsure of the risks.
Generative AI will likely fall into the
trough of disillusionment before we
level out to where generative AI is used
— the plateau of productivity.
Skepticism Over the Future of Generative AI in Enterprise

17. In
Future Legislation Could Turn the Generative AI Hype on Its Head
Legislation to Preserve the Ethics of AI Intellectual Property & Innovation
Liability & Accountability for AI Usage Global Regulations
Increased compliance burdens can
limit the availability of data for
training AI models.
Although critically important, bias
mitigation techniques could reduce
the effectiveness of AI.
IP ownership concerns stemming out of
AI development can hinder
collaboration and innovation.
Allocation of responsibility between AI
developers, operators, and users could
become hazy, leading to a host of
accountability concerns.
Cross-border regulations could muddy
the waters of AI development and
legislation unless a global regulatory
committee is formed.

18. At RocketSource, we’re experts at simplifying the complex — even something as
complex as generative AI — by leveraging our proprietary problem-solving
StoryVesting framework.
Emotional Triggers
(Past, Present,
Future)
Logical Triggers
(Past, Present,
Future)
Emotional Trigger
(Past, Present,
Future)
Experience
Channels
Products and Services
The 3 Ps
The Business Story
Business Model
Stimulus
Personalized Emotional
trigger
Feelings Feelings
Logical Decision Making
Excitement
Hope
Confidence
Relevancy
Expectations
Time vs. Effort
Cost vs. Value
Experience
A Problem-Solving Framework for Navigating Generative
Artificial Intelligence for Enterprise

19. Emotional Triggers
(Past, Present, Future)
Logical Triggers
(Past, Present, Future)
Emotional Trigger
(Past, Present, Future)
Experience
Channels
Products and Services
The 3 Ps
The Business Story
Business Model
Stimulus
Personalized Emotional trigger
Feelings Feelings
Logical Decision Making
Excitement
Hope
Confidence
Relevancy
Expectations
Time vs. Effort
Cost vs. Value
Experience
Brand Experience:
● Getting employees and
customers to buy into the
organization’s “why.”
● Building a business model
around the core “why” to
support the passion of
employees.
● Aligning the people,
processes, and platforms
to increase team
collaboration.
● Offering products and
services the customer
wants.
● Placing products and
services in the channels
customers are most likely
to access.
● Meeting experience
expectations.
Customer Experience
● An emotional response
can be felt to the brand.
● Logical decision making
around the external
stimulus begins.
● The customer does a
cost/effort analysis and
determines if the product
will meet expectations.
● The past, present, and
future are reconciled into
one experience that either
fills the buyer with
euphoria or remorse.
A People-First Approach to Generative AI for Enterprise

20. Building the type of experiences that can withstand major disruptions, such as a
pandemic or generative AI, boils down to one thing: Staying tuned in.
The ability to delight customers requires that organizations get empathetic.
In
The Human Approach to Solving for Generative AI in Enterprise
Pains
Motivations
Solutions
Measurements
Cognitive Associations
Pains
Motivations
Solutions
Measurements
Cognitive Associations
Cohort Cohort
First-Time Buyer
Employee Customer
EX / CX EMPATHY MAP

21. Here’s the lens we use to bring new
strategies and emerging ideas into a
strategic focus:
● Product leads.
● The people support the product.
● The processes support the people.
● The platforms support the
processes.
Refining the 3Ps With Generative AI for Enterprise
Platforms
Processes
People
Product
People
Product
Platforms
Processes

22. Giving generative AI tedious tasks
can boost productivity.
● Agents handle 13.8% more
customer inquiries per hour.
● Business professionals write
59% more business
documents per hour.
● Programmers code 126% more
projects per week.
Boost Employee Productivity by 66% by Giving Repetitive
Tasks to Generative AI
Data Entry
Quality Control
Content Management
IT Ops and
Maintenance
Code Dev and
Maintenance Accounting
Hiring
Process
Inventory
Management
Document
Sorting
Customer
Support

23. Checkout Free AI Experiences in Retail
Source: PwC, KBV Research, RBR, Zippia, Grocery Drive
87% of retail sales
happen in physical stores
80% of consumers say that
speed, convenience,
knowledgeable help, and
friendly service are the most
important elements of positive
experience.
AI in retail is expected to reach
$24.1 billion globally by 2028.
Checkout free stores live in over
20 countries worldwide.

24. Generative AI to Make Marketing More Efficient
CONVERT
Chatbots at Checkout
ATTRACT
Social Media Content Creation
and Scheduling
NURTURE
Blog Post Creation
ENGAGE
Onboarding to Reduce
Time-to-Value
ADOPTER
Customer Support to Answer
Questions Faster
ADVOCATE
AI-Generated Social Prompts to
Drive Word of Mouth
BRAND AMBASSADOR
AI Prompts for Faster Affiliate
and Partner Campaign Creation
LOYALIST
Customer Retention Campaign
Creation
ATTRACT
NURTURE
CONVERT
ENGAGE
ADOPTER
LOYALIST
ADVOCATE
BRAND
AMBASSADOR

25. [GRAPHIC: SPOTIFY
UX/UI and Generative AI
Source: Business Insider, TechCrunch, Forbes
“This is an incredibly fast-moving
and developing space. I don’t think
in my history with technology I’ve
ever seen anything moving as fast
as the development of AI currently
is at the moment.”
Daniel Ek, Spotify CEO
Spotify Technology SA (NYSE:SPOT) price target increased from
$140 to $160.
Spotify reported 500M Monthly Active Users
Over 25% of user consumption on days the DJ feature is used
The feature proved so successful that it was introduced into
European markets
“This is an incredibly fast-moving
and developing space. I don’t think
in my history with technology I’ve
ever seen anything moving as fast as
the development of AI currently is at
the moment.”
Daniel Ek, Spotify CEO
Spotify Technology SA (NYSE:SPOT) price target increased
from $140 to $160.
Spotify reported 500M Monthly Active Users
Over 25% of user consumption on days the DJ feature is used
The feature proved so successful that it was introduced into
European markets

26. Generative AI and the Hollywood Strike
Source: Polygon, SAG-AFTRA Committee, The Intercept, Wabe.org
The opening credit scene of
the Marvel show “Secret
Invasion” was made
completely with AI.
SAG-AFTRA negotiating
committee told Democracy
Now! that 87 percent of the
union’s members earn less
than $26,000 a year.
Netflix is actively hiring for a
product manager of its
“Machine Learning Platform”
with an annual salary range of
$300,000 to $900,000.
Workers in tangential
industries who aren’t
members of SAG-AFTRA or
WGA, such as makeup artists,
are also hurting with
productions at a halt.

27. Synthesia is a generative AI platform
where a lifelike avatar delivers a
message, training, or review to
someone on the other side of the
screen. These tools can be used to
achieve the likeness and sound of the
person sending the message.
Bosch gave their teams the proverbial
microphone allowed them to create
professional videos using AI and share
their knowledge or skill set.
Leveraging Generative AI for Employee Training
Source: Synthesia
BOSCH AI TRAINING RESULTS USING SYNTHESIA
REACH
Over 30,000 views of the web-based trainings.
ENGAGEMENT
Over 30% increase in engagement of e-learning.
COST SAVINGS
Over 70% savings in external video production.
USED BY OVER 500 EMPLOYEES

28. Outcompete But Don’t Out Sensitive Company Information
Source: Washington Post, Bloomberg
“Interest in generative AI
platforms such as ChatGPT
has been growing internally
and externally. While this
interest focuses on the
usefulness and efficiency of
these platforms, there are
also growing concerns
about security risks
presented by generative AI.”
Internal Samsung
Memo
Many large organizations have implemented a full
ban on ChatGPT due to concerns about where and
how the technology is used within their company.
Many large organizations have implemented a
full ban on ChatGPT due to concerns about
where and how the technology is used within
their company.

29. Bing vs. Google: A Battle Spun Up by Generative AI
Source: Computer World, BofA Global Research, ZD Net, Microsoft, Similarweb
Microsoft is investing $10
Billion in OpenAI in 2023
Chat GPT reached 100m
users in 1/3 of the time it
took Tik Tok and grew 10x
faster than Instagram.
One Million people on the
waitlist for Microsoft’s
AI-powered Bing
Google’s Testing a Search
Generative Experience
Google search engine
market share vs
competitors
AI-Generated Answers
No link to read further or
cite the source
Run on ChatGBT
New search experience
Prometheus: a proprietary
OpenAI model
AI becomes the core
google.com bing.com
Bing and Google (main domain only)
YOY change in daily visits, desktop & mobile web, worldwide

30. Insulate your business
from disruption.
Learn more at
RocketSource.com/blog/Generative-Artificial-Intelligence